Founded by Adèle and Nathalie, émoi émoi is a French brand that celebrates love in all its forms. For over ten years, it has been creating clothing, jewellery, and everyday objects conceived as genuine declarations: to oneself, to loved ones, and to the moments that matter.
Known for its sweatshirts and t-shirts bearing messages that have become iconic, the brand accompanies the milestones of family life with a soft, meaningful wardrobe, crafted from natural or recycled materials and 96% made in Europe.
More than a fashion brand, émoi émoi nurtures a warm universe in which every product becomes a symbol of connection, emotion, and shared memories.
Recognising engagement beyond purchases
Launching a reliable referral programme
Making the programme a trigger for first-time purchases
émoi émoi wanted to evolve its club to strengthen its impact on customer retention. The objective: to give more structure to community engagement and reward not only purchases, but every form of participation from its community.
The brand also wanted to deploy an effective referral programme, without sacrificing rigour: preventing self-referral, particularly through the creation of multiple email addresses, was a non-negotiable requirement.
Finally, a key challenge was making the club a genuine trigger for first-time purchases, encouraging new customers to discover the brand's universe from their very first order.
To address these challenges, émoi émoi launched its Club, a natural extension of the brand's universe. Integrated with Gorgias, Typeform, Klaviyo, and Yotpo Reviews, and equipped with a Checkout Extension displaying points and rewards at the point of payment, it delivers a seamless experience at every stage of the customer journey.
Beyond the €1 = 1 point mechanic, members earn points through missions: following on Instagram or TikTok, newsletter sign-ups, product reviews, sharing, and content creation. Points can be redeemed for vouchers, free delivery, exclusive gifts, or donations to partner charities.
Two VIP tiers unlock early access, discounts, birthday surprises, and co-creation opportunities with the brand.
The referral scheme (give €10, receive €10) rounds out the programme, with anti-fraud mechanisms in place to prevent self-referral.
€286,400 in revenue generated
LTV +175%
Monthly ROI of ×36
Since its launch 22 months ago, the programme has delivered strong results.
Orders from engaged customers have increased by 2.6×, and the LTV of this cohort has grown by 175%. Today, 26% of the brand's revenue comes from its loyal customers actively engaged in the programme.
The programme has generated €286,400 over 22 months, including €49,500 through referrals, with a monthly ROI of ×36.
In addition, 7,100 opt-ins collected (synchronised with Klaviyo) and over 5,600 customer reviews have strengthened social proof and enriched the CRM strategy.
Loyoly has enabled us to achieve our goal of engaging our community, whilst keeping a close eye on the costs associated with the loyalty programme. Releases are frequent and the integrations are numerous, which makes it easy to use and to coordinate operations across teams. Loyoly has now become one of our favourite solutions.
How they achieved a monthly ROI of 36 in 22 months ?
How they increased its LTV by 117% in 9 months.
How they achieved +40% AOV in 5 months
